... 51Softer evidence here to stay 53 Making `faith' decisions 54The quality of qualitative research 63Understanding the overall analysis approach adopted 74 Making judgements and decisions ... decision- making consider to be entirely legitimate. Gerald Zaltman, Professorof Business Administration at Harvard University and an authority onthe application of information to decision -making, ... explicit evidence to the exclusion of more informal, intuitive,implicit knowledge. The key in making many judgements and decisionslies in striking the right balance between explicit and implicitknowledge.The...